The 2008 financial crisis fundamentally altered how Americans view and approach business in far-reaching ways. One positive shift – driven by the demand to fulfill job opportunities – was the rise in entrepreneurial business. While this growth rate has leveled off in the face of economic stabilization, many of today’s entrepreneurs continue to enter the marketplace out of opportunity and creative drive, rather than necessity. Douglas Everett’s entrepreneurial opportunity began with his passion for hummingbirds and the discovery that plain table sugar – a common substitute used to replenish feeders – contained potentially harmful ingredients such as chemicals and preservatives. Driven by one major tenet – to prevent harm to hummingbirds – Everett set out to create a healthier product. For two years, Everett worked with scientists at multiple universities to develop the perfect blend of ingredients for hummingbird nectar. The final product, marketed under the Hummingbird Market brand name, is formulated from a blend of 100 percent plant natural sugar. It mixes instantly with water to create clear nectar that consists of sucrose, fructose and dextrose.
High quality, customizable labeling was a critical part of bringing this unique product to market. The labels had to accommodate the individual needs and packaging preferences of the retail outlets that carry the product under their own brand names, feature personalized logos and contact information, and finally highlight any of the 18 different species of hummingbirds that visit North America. Only the Americas are home to the 330 different species of hummingbirds that exist, with the largest concentration found by the equator. For this reason, showcasing the specific species found in North America was a top priority when it came to informative label information and distinct branding. The labels also had to educate consumers during the purchasing process about ingredients and the proper care of hummingbirds. This balance was a major point of emphasis for Everett, who noticed that other brands used bright colors and imagery to distract consumers from the nutritional deficiencies of their products.